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ADT2402073 DAPHNE HO KHAI XIN

ADT2402002 CHAN HIU XIAN

ADT2402005 KUA YING FEI

ADT2404039 NG KAI YOU

ADT2404044 OON JAYEE

ADT2404031 LEE CHEN HWA

What is psychographic:

a marketing strategy that divides consumers into groups based on their psychological characteristics, lifestyle choices, beliefs, interests, and activities

Nike:

Focuses on targeting individuals with specific lifestyles and values, such as those who are sports enthusiasts, fashion-conscious, and interested in youth and street culture.

Health-conscious

Sustainability

Wellness

Social consciousness

Psychographic segmentation categorizes consumers based on psychological attributes such as values, interests, lifestyles, and personality traits.

Understanding the psychographics of a brand like Nike’s target market is crucial for creating tailored marketing messages that resonate more profoundly with consumers.

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product：chagee

geographic：shopping mall，near universities，hot area

demographic：all ages except elderly

behavioural：During holidays，after work and school，after meal

psychographic： sedentary office worker

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ADT2309589 Ho Jin Xia, ADT2309927 Hong Pooi Ying, ADT2309583 Davina Kong Xin Yi 

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ADT2309589 Ho Jin Xia, ADT2309927 Hong Pooi Ying, ADT2309583 Davina Kong Xin Yi 

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Product: Smart Home Devices

a. Demographic Segmentation:

Age:

• 18-30

Tech-savvy, early adopters, and curious about new gadgets. They active on platforms like Instagram, TikTok, and YouTube.

• 31-45

Established professionals interested in convenience, security, and home automation. Common on Facebook and Twitter.

b. Behavioural Segmentation:

Convenience Seekers:

• These consumers prioritise ease of use or looking for products that simplify their daily routine.

c. Geographic segmentation

Urban Consumers:

• Platforms

Instagram, YouTube

• Messaging

It focus on convenience, security, and integration with modern, tech-forward lifestyles.

d. Psychographic segmentation

Tech Enthusiasts & Early Adopters:

• Platforms

YouTube, Reddit, Instagram

• Messaging

Highlight cutting-edge features, innovation, and latest technology in smart home systems.

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ADT2309613, ADT2309579, ADT2309600, ADT2309593

1. Demographic Segmentation:

Age: Target younger audiences (18-35) who are more active on social media. Also, teens and young adults are more likely to try trendy burger spots.

Gender: Both genders enjoy burgers, but our social media ads will seperate to two kind. For example, meat-heavy burgers could appeal more to men, while healthier options might attract more women.

Income Level: Segment into budget-conscious customers who prefer affordable deals.

2. Psychographic Segmentation:

Lifestyle: Appeal to busy individuals with "quick and convenient" options.

3. Behavioral Segmentation:

Occasion: Promote burgers for different eating behavior, such as quick lunches, weekend treats, or party catering.

Loyalty: Create loyalty programs or offer exclusive deals on social media platforms to reward frequent customers.

User Status: Provide member system, member can collect point in every purchase, after they collect certain point they will get a discount or free meals.

4. Geographical Segmentation:

Location: Segment ads geographically to promote local branches.

Urban vs. Rural: Urban areas can be targeted with trendy, innovative burgers, while rural areas might respond better to familiar, traditional offerings.

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adt2309601

product ：FORD

Demographic Segmentation: Ford targets a wide range of age groups, income levels, and lifestyles Such as adults,middle aged and bight income buyer

Geographic Segmentation: Ford tailors its vehicles and marketing to specific regions. In urban areas, compact cars and electric vehicles (like the Ford Mustang Mach-E) are promoted more, while in rural or suburban areas, trucks and SUVs are more popular.

Psychographic Segmentation: Ford also targets different lifestyles and preferences as adventure seekers that like to make more fun and eco conscious buyer

Behavioral Segmentation: Ford considers customer behaviors, such as:

Brand Loyalty: Targeting long-time Ford customers with loyalty programs.

Utility-Driven Buyers: People who need durable, heavy-duty trucks for work purposes, especially in industries like construction or farming, are targeted with the Ford F-Series trucks.

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Lim Jun Xien ADT2309936 Thando Phiri CST2202054

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Lim Jun Xien ADT2309936 Thando Phiri CST2202054

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McDonalds

Geography

Proximity to restaurants: Urban areas have delivery services available through partnerships such as Grab and Food Panda

Targeted ads: Advertisements shown vary based on countries or locations. Example: McDonalds Malaysia advertises Nasi Lemak.

Demographic

Income: Focus on middle-income eople who are price-conscious but willing to pay for convenience.

Gender: Gender Neutral

Age: Gen Z and Millenials who are more likely to use delivery services

Behavioral

Occasions: McDonalds has menus for certain festivals such as the Samurai burger during Chinese New Year.

Late-Night Cravings: Use platforms like TikTok and Instagram Reels to promote late-night deliveries with relatable, humorous content.

Psyvhographic

Lifestyle: Have outlets near universities and offices where students and working class adults can request delivery

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Lee Si En ADT2309933, Keisya Kalonica Tania ADT2309233

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Lee Si En ADT2309933, Keisya Kalonica Tania ADT2309233

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Apple iPad

Geographic segmentation:

Countries on the high economic condition. For example, if in North America, it markets more the premium iPad model meanwhile in India and Southeast Asia, it focuses on affordable iPad model.

Demographic segmentation:

Students who likes to take notes digitally or for their education purpose that have more educational features, Professional who uses high performance iPad model for productivity.

Behavioral segmentation:

Rate of usage:

Heavy users such as tech enthusiasts and professionals who use iPads frequently for work or content creation.

Benefit sought:

Appeal to professionals or students seeking a mobile device for work, creative tasks, or study.

Loyalty status:

Users who consistently buy Apple products and are active in sharing their brand experiences on social media.

Psychographic segmentation:

Lifestyles:

Students and professionals who focus on productivity, note-taking, and multitasking features.

Attitudes:

Users who value innovation and are loyal to Apple’s ecosystem. These individuals prioritize having the best technology and maintaining seamless integration between their devices.

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ADT2309926

ADT2309618

MBT2109492

Demographic segmentation

Age : Teens (13-17), Young Adults (18-30),Adults (31-50)

Occupation: middle-to-high income jobs.

Social economic group: aimed at high earners, middle-to-high income consumers, and individuals who can afford the latest technology, reflecting its premium pricing.

Gender

Men: More likely to be attracted to technical features like processing power, innovation, and device performance.

Women: Might focus more on aesthetics (design, colors) and lifestyle-oriented features (camera quality, health tracking).

Psychographic segmentation

1.Tech Enthusiasts

Needs: Latest tech features and innovation.

Target Platforms: Twitter, YouTube, Reddit.

Content: Unboxing, in-depth reviews, comparisons.

Engagement: Live product launches, sneak peeks, tech influencer collaborations.

2.Creative Professionals

Needs: Powerful camera and creative tools.

Target Platforms: Instagram, YouTube, Pinterest.

Content: Tutorials, user-generated creative showcases.

Engagement: Contests, collaborations with photographers and designers.

3.Business Professionals

Needs: Productivity and seamless integration.

Target Platforms: LinkedIn, Facebook.

Content: Tips for productivity, case studies.

Engagement: Webinars, business-focused content.

4.Luxury & Status Seekers

Needs: Premium design and exclusivity.

Target Platforms: Instagram, TikTok.

Content: Lifestyle posts, luxury branding.

Engagement: Limited editions, influencer collaborations.

5.Health & Fitness Enthusiasts

Needs: Fitness tracking and health apps.

Target Platforms: Instagram, YouTube.

Content: Fitness routines, health tracking tips.

Engagement: Fitness challenges, wellness influencers.

Geographic Segmentation

Developed Market: targeting high-income, tech-savvy users who in US, UK, Canada, Japan, and Australia.

Emerged Market: targeting growing middle-class consumers with affordable options and trade-in plans who in China, India, Brazil.

Urban vs. Rural: Focus on urban areas with strong tech infrastructure and higher purchasing power.

Behavioural Segmentation

Tech Enthusiasts: Early adopters who buy the latest models for cutting-edge features.

Status Seekers: Purchase iPhones for prestige and luxury.

Loyal Customers: Committed to the Apple ecosystem and frequently upgrade.

Price-Conscious Buyers: Option for budget models like the iPhone SE or older generations.

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ADT2309870 TEW RUI EN

ADT2309871 WONG ZI RU

ADT2309170 TAN SU HUI

Demographic: Montigo target men and women aged 18-35, students or young working adults, who need convenient beverage storage for long work hours

Geographic: Focus on urban areas tend to have a higher concentration of the brand's target customers

Psychographics: Seek functionality, with an emphasis on keeping coffee or tea hot during long workdays. Interested in convenience and eco-friendly alternatives to disposable cups.

Behavior: Use tumblers for morning commutes and throughout the day at the office or class to keep beverages warm or cold.

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KOTEX

Geographic: Kotex targets urban and suburban areas with easy to purchases Kotex such as supermarket or somewhere with developed networks, in order to sell on the online platform.

Demographic: Young females aged 13 to 15, experiencing menarche;

young adults, aged 16 to 35; and women aged 36 to 55, beyond childbearing age but still menstruating.

Behavioral: Based on consumers' needs, preferences, and attitudes.

Psychographic: Kotex targets users who lead active lives and need reliable products that fit into their routines, such as during sports or travel.

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ADT2309588 Goo Li Xian

ADT2309577 Chang Wei Yan

ADT2309586 Ew Kai Xuan

Geographic

1. Location

Urban area (Exp: Shopping mall, near universities)

2. Climate

Country with hot weather

Demographic

1. Age

Any age (includes teenagers, young adults, elders, etc.)

2. Gender

Both male and female

3. Income level

Lower to middle

4. Occupation

Students, workers, who looks for a refreshing drink

Behavioural

1. Occasion

Casual hang-out

After work

During shopping

2. Benefit sought

Customer who seek for a cold and refreshing drink on a hot day

People who enjoy sweet and sour flavour

People who wants wish to enjoy a drink with low financial ability

3. Loyalty status

Student who regularly visit Mixue for the Lemonade

Psychographic

1. Lifestyle

Health conscious customer

Trendy followers

Busy workers

Budget conscious customer

2. Personalities

Outgoing and trendy people

Optimistic and playful (Chill jingle)

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ADT2309587 Fiona Liew Fen Na ADT2309861 Nicole Ann Pua Yuan Yi ADT2309597 Lee Yu Yu

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ADT2309587 Fiona Liew Fen Na ADT2309861 Nicole Ann Pua Yuan Yi ADT2309597 Lee Yu Yu

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Marketing segmentation based on the OGON ODEN (they mainly focus on at XHS) Geographic Segmentation: target at XMUM Students and colleague, Sunsuria area residents . Demographic Segmentation: 18-40 years old, Male and Female Psychographic segmentation: People who love oden and instant noodles and need for fast service. Behavioral Segmentation: Customer who aims for budget options, easy and convenient to consume, shorter waiting time.

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We have chosen Lays chips as our product.

Demographic segmentation:

target on family size for sharing large size.

they have wide age scope but mainly on teens and milleniens cause the teen are more following in trend and snacking chips.

Behaviour segmentation:

having snacks during movie time, leisure time, a small tips to relax

Psychographic segmentation

active social media user who enkjoy sharing thier taste, experience and sharing ideas following trend.

convinience, enjoyment and variety in snacking

Geographic segmentation

tailoring flvor based on local taste

They also run country-specific campaigns and adjust promotions for local competitors and seasons on social media.

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Product:SK-II

They mainly promote their product on Instagram

Demographic Segmentation:

Age: 25-45

Gender: women

Income: High-income earners

Occupation: Professionals, entrepreneurs, or those in creative fields

Psychographic Segmentation:

Lifestyle: Urban, sophisticated, and health-conscious

Values: Luxury, quality, innovation, and self-care

Attitudes: willing to invest in premium products

Geographic Segmentation:

Urban Areas: Major cities in developed countries

Behavioral Segmentation:

Usage: Regular users of high-end skincare products

People who want to seek for Hydration, improved skin texture, radiance, and anti-aging effects

Purchase Behavior: Willing to pay a premium price for effective skincare products

Loyalty: Brand loyal, often returning to SK-II for their skincare needs

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ADT2309917Celine Lee Qian Qian, ADT2309930 Lam Pui Thung, ADT2309935 Lim Hui Ern, ADT2309940 Low Chen Xi

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ADT2309917Celine Lee Qian Qian, ADT2309930 Lam Pui Thung, ADT2309935 Lim Hui Ern, ADT2309940 Low Chen Xi

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Product: Jellycat

1. Demographic Segmentation: Targets parents (25-45 years), gift-givers, and young adult collectors (18-35 years), primarily women with middle to upper-middle income.

2. Psychographic Segmentation: Appeals to those who value quality, safety, aesthetics, and unique designs. Focuses on parents seeking premium toys for kids and young adults drawn to cute collectibles.

3. Behavioral Segmentation: Includes parents buying safe toys for children and collectors interested in limited editions. Customers seek emotional connection, quality, and design.

4. Geographic Segmentation: Focus on affluent regions like the US, UK, Australia, and Western Europe, with secondary attention to growing luxury markets in Asia.

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Ng Yu Ning ADT2309943

Chew Jia Xuan ADT2309921

Chai Wei Qing ADT2309918

Ng Yee Han ADT2309942

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Select a product and conduct a marketing segmentation based on the need on social media.

Please remember to put your name and student ID in your posting.